JPMorgan is recruiting millennial talent via Snapchat

The world's biggest banks no longer compete with just each other
to rake in top talent — they now battle with the likes of
Google, Facebook, and a burgeoning raft of upstart technology
companies for the best minds.

Gone are the days of simple job ads and recruitment fairs — banks
have to convince potential bright, young graduates to join the
finance world instead of the seemingly more alluring world
of tech.

So JPMorgan is trying to get one step ahead of its competitors by
using two techniques via the social media platform Snapchat to
reel in millennials (those born between 1982 and
1999) and Generation Z (those born between 1996 and
2010.)

JPMorgan told Business Insider that it has decided to raise
brand awareness amongst the generations that will be future bank
talent via targeted ads and geofilters on Snapchat — it says it
is the "first" bank in the UK to use the latter technique. It
wants to show young people that there is more to a job in a
bank than traditional finance and that it can cater for all
different types of people.

Being on Snapchat may also help banks shake off
some of that stuffy image.

JPMorgan geofilters

Firstly, JPMorgan ispreparing special
geofilters for several running events in the UK and the
US.

If you swipe up on a photo or video you shoot in Snapchat,
you'll usually find at least a few location-specific filters you
can apply to your snap. They are either paid for by brands
for events, or submitted by Snapchat users for specific
neighborhoods and cities. These are geofilters.

JPMorgan will make these available for runners in its
Corporate Challenge races in London and New York this
summer. The bank told Business Insider that the teams started
signing up this week for the London event.

If the London races — which take place on July 20 and July
21 in Battersea Park— are as large as last year's then it
could reel in quite a few interested young people. In 2015, the
London races had 29,000
competitors. The New York race takes place
on June 1 and June 2.

Meanwhile, JPMorgan is also taking advantage of Snapchat
releasing "on-demand geofilters" —
they are a way for anyone to create a
geofilter and pay Snapchat to show it for a much more specific
location and period of time — think birthdays, office parties,
weddings.

In JPMorgan's case — it is using it for high school and
university events in UK and US. It's a pretty nifty way of
gaining traction in recruitment. It's the prime time in a young
person's life when their career path is usually decided.

In the US, JPMorgan will also release ads targeted
at American graduates.

JPMorgan wants to show students, on a platform that is
native to them, that you don't have to go down a traditional
route to work for a bank. There are plenty of roles from a
diverse range of people.

The budget spent on the recruitment push was not
disclosed.

JPMorgan told Business Insider that "our social media
presence is truly worldwide. Whether we're Periscoping from Dubai
or live Tweeting in French from Paris, we want to reflect the
global cultures of JPMorgan."